• Analyze Customer Journey, Marketing Funnel, and Digital Touchpoints
• Utilize See-Think-Do-Care Model to Develop a Digital Channel Mix Plan
• Define Digital Marketing Objectives that meets SMART Criteria
• Understand Key Performance Indicators (KPIs) for Digital Marketing Strategy
• Leverage Digital Measurement Plan to Identify the KPIs That Matter
• Structure an Effective Digital Marketing Strategy

2. Keyword Research

• Learn About Most Recent Big Changes in Google Search Algorithm
• Find Profitable Long Tail Keywords that are Easy to Rank For
• Brainstorm Seed keywords in Your Niche to Generate a List of Keyword Ideas
• Keyword Research Tips for Google Keyword Planner and Google Trends
• Use Google Search Console to See How Well Your Website Rank in Search Engine

3. SEO Strategy

• Technical SEO: What Need to be Checked Regularly and What Need to be Avoided
• On-Page SEO: How to Optimize Your Web Content with Proper On-page SEO Techniques
• Off-Page SEO: How to Do Proper Off-page SEO for Your Website & Avoid Critical Mistakes
• Optimize Keywords in Your Webpage Content and Meta Tags
• Create Backlinks and Internal links with Unique Content and Proper Keyword Optimization
• Understand What are XML Sitemaps and How to Create it for Your Website

4. Paid Search Advertising

• Create Google Ads account and Launch Optimized Google Search Ads Campaign
• Write Effective Responsive Search Ads and Ad Extensions
• Use Conversion Tracking to Determine the Value of Your Ad Campaigns
• Choose the Right Bidding Strategy to Spend Less and Gain More
• Understand the Quality Score and Improve it to Decrease Cost per Click
• Monitor Google Search Ads Performance

5. Display Advertising

• Create Display Ads to Show Your Ads on Google Display Network (GDN)
• Understand What are Uploaded Display Ads and Responsive Display Ads
• Optimize Display Ads and Landing Pages to Increase Conversion Rate
• Set Up the Campaign Budget, Ad Schedule, and Location and Language Targeting
• Discover the Right Audiences Based on Interest and Content to Target on GDN
• Launch Remarketing Ads Campaign to Convert, Up-sell, and Retain Customers
• Learn About Google Ads Policies and Rules

6. Facebook Advertising

• Properly Create Facebook Page and Structure Facebook Ad Campaigns
• Choose the Best Placements to Show Your Facebook Ads in the Most Effective Places
• Write Engaging Captions to Encourage Your Audience Interacting with Your Facebook Ads
• Utilize Saved Audience to Reach the Targeted Consumers through Facebook Ads
• Leverage Custom Audiences to Deploy Retargeting Facebook Ads
• Analyze and Manage Facebook Advertising Results in Meta Ads Manager
• Understand What Key Facebook Ad Policies You Need to be Aware Of

7. Mobile Marketing

• Mobile Site vs Mobile App: Which One You Should Use
• Use Mobile SEO to Improve Mobile Site Search Ranking
• Understand What are Responsive Web Design (RWD) and Dynamic Serving
• Properly Optimize a Local Business Website for Maximum Local SEO Benefit
• Add Your Local Business to Google and Optimize the Listing in Google Business Profile
• Use Mobile Ads Campaign with Appropriate Bid Adjustment to Reach Mobile Consumers

8. App Marketing

• Understand App Marketing Funnel: Awareness, Acquisition, and Retention
• Get featured in Apple App Store and Google Play Store
• Utilize App Store Optimization (ASO) to Boost App Downloads
• Leverage Google App Campaign to Encourage App Installs and In-app Actions
• Use Facebook Ad Campaign with App Promotion Objective to Drive App Downloads
• Implement Mobile Deep Linking to Optimize App User Experience

9. Email Marketing

• Build an Email List from Scratch with the Right Tools and Information
• Leverage Lead Generation to Attract Interested Prospects
• Optimize Lead Capture and Lead Magnets to Convert Prospects into Leads
• Perform List Segmentation that Help You Send the Right Person the Right Message
• Avoid Spam Filters to Ensure Your Emails Landing in the Subscriber Inbox
• Learn About Privacy Law that Impact the Digital and Email Marketing

10. Web Analytics

• Understand the Essential Analytics Tool: Google Analytics (GA)
• Set Up Google Analytics 4 Account and See How Your Website is Performing
• Analyze All the Reports in Google Analytics – Acquisition Reports, Engagement Report, Monetization Reports, and Retention Reports,
• Identify What Pages of Your Website are the Most Popular
• Find Out Which Digital Marketing Activities are Bringing in the Most Website Visitors
• Discover the Age, Gender, and Location of Your Website's Visitors
• Segment Your Data to Explore Unique Business Insights
  　

• Must be at least 50% or such higher passing mark for both Continuous Assessments and Final Assessment; AND
• Attended at least 70% of the total contact hours.
  
  　

• Completion of F.5 (under the HKCEE academic structure) or equivalent; OR
• Completion of Secondary 6 (under the HKDSE academic structure) or equivalent; OR
• Aged 18 or above at the time when the course commenced, plus two years of work experience.